Industry news
THE CHANGING FACE OF
THE GOLF INDUSTRY
By Mathilda Andersson
I
n Australia, few sporting organisations boast
a proud 100-year plus heritage like the PGA of
Australia. The association was founded in 1911
to promote the game of golf and elevate the
vocation of golf professionals within Australia.
Today, over a century later, governing bodies like
the PGA has their work cut out for them in terms
of growing participation and keeping momentum
up within the sport. Over the last decade a heap
of alarming reports has predicted the game’s
demise due to its inability to stay current with the
millenials, as the younger generation opts for a
more fast-paced, money-saving pastime than 18
holes on the golf course.
Looking at the state of the golf industry today
– compared to, say, 100 years ago – ferocious
pessimists insist the sport must be on its very
last legs because participation is down and has
steadily declined for a number of years now,
more golf courses are closing than opening and
major brands like Nike are leaving their golfing
suite behind.
And it’s not only the kids opting out either,
numbers demonstrate a spike in nine-hole games
and driving ranges between the years 2011
and 2016, as family and work dynamics have
changed, making all consumer groups inclined to
spend less time and money on leisure activities
than before. So-called “family fun” centres such
as miniature golf courses also experienced a
revenue growth during these years in contrast to
many traditional courses.
These new trends indicate that golf, as society
in large, is subject to constant change, and that
the industry needs to change with it. With socio-
cultural, economical and environmental changes
around us, the game of golf and its industry has
had to adjust accordingly in order to stay feasible.
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By now the various attempts to “save” golf by
succumbing to a faster, cheaper, and easier
way to play, have all become more and more
innovative. There have been a number of
initiatives and innovations designed to entice
younger players onto the course — most of them
attempts to speed up the game.
Some of these efforts include FootGolf, which is
essentially golf played with a soccer ball, and Big
Hole Golf, where the game is played with wide
cups, and, of course, Frisbee golf. Also, in the
U.S, the PGA and USGA have introduced Tee It
Forward, a creation encouraging players to set
their tees ahead of their normal tees, aiming to
shave off two or so hours of a normal round.
Another crucial development within the industry
some will argue is Topgolf – custom designed
entertainment venues offering “the competition
of sport meets your favorite local bar” type of
vibe with fun point-scoring golf games for all skill
levels while serving food and drinks. In short, it’s
a millennial-friendly innovation that is taking the
industry by storm and aligns with the physical
and social culture some millennial golfers want
but can not get from traditional golf experiences.
There is no doubt millennial engagement will
continue to be vital in the future, along with
alternative formats allowing for faster, more
entertaining versions of the traditional sport.
With more people now experiencing golf outside
of conventional golf at facilities like driving
ranges, Topgolf and simulators, there’s proof
that the industry has conformed to its’ current
consumer market and is determined to stay alive
in this new landscape.
And positively, golf today is more international
than any time in its history. The sport seems to
have gained some momentum after its return to
The Golf Marketing Professionals I www.golfindustrycentral.com.au